PREDICTIVE MARKETING MIX MODELLING IN FMCG PACKAGED FOOD CATEGORY INCLUDING PRICE AND ADVERTISING IMPACT

Case study describing estimation of Marketing Mix econometricsales modelling on packaged food fast moving consumer goods product.Model bases on two step modelling approach, using ordinary least squaresmethod. Adstock data transformation has been used to evaluate advertisingimpact with time distribut...

ver descrição completa

Detalhes bibliográficos

Autor principal:	Tomasz M. Kolanowski
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Wydawnictwo SGGW - Warsaw University of Life Sciences Press 2009-12-01
Colecção:	Quantitative Methods in Economics
Assuntos:	Marketing Mix Modelling; Advertising; Sales Forecast; Fast Moving Consumer Goods (FMCG)
Acesso em linha:	https://qme.sggw.edu.pl/article/view/3030
Tags:	Adicionar Tag Sem tags, seja o primeiro a adicionar uma tag!